One Collection, Two Generations: Why Gap’s Latest Campaign is A Perfect Fit

Remember that blog we posted out about American Eagle’s “jean/gene” campaign that completely backfired? The one that tried to be clever but ended up missing the mark completely? Well, we’re back, but this time, highlight how Gap’s campaign shows us exactly how to do it right. 

The new Fall/Winter 2025 campaign, starring Gwyneth Paltrow and her daughter Apple Martin, is everything the “jean/gene” effort wasn’t: thoughtful, authentic, and deeply tied to the brand’s DNA.

The concept is simple: One collection. Two generations. Brought together by classics made to wear and share. 

Gwyneth and Apple wear timeless Gap pieces in a film that highlights the playful borrowing and sharing that happens in every family closet. The campaign is all about the way style bridges generations, evolves, and tells a personal story.

Why this campaign works:

• It’s rooted in heritage. Gap has always been about classics. Featuring Gwyneth, who has been rocking Gap since the 90’s, and her daughter creates a natural, full-circle moment that feels true to the brand’s legacy.

• It’s personal. Instead of forcing a pun (or an easy-to-misinterpret play on words, AE, we’re looking at you), the story comes alive through real relationships and shared experiences. 

• It’s culture-forward. Gap has always been at its best when it taps into culture and storytelling. This campaign feels like a continuation of its iconic ads that have defined decades.

• It balances timeless with fresh. Zac Posen’s direction gives the collection a modern edge without losing the easy, wearable vibe that makes Gap… well, Gap.

The big takeaway? Not every campaign needs to bring something ‘new’. Sometimes the strongest creative is the one that leans into what already makes your brand loved: heritage, authenticity, and emotion. When you embrace your roots, you can create something that feels effortless, nostalgic, and new all at once.